DDB Group Sydney announced its new sustainability initiative – a unique partnership with the international #ChangeTheBrief Alliance, the first of its kind for an agency in the Southern Hemisphere.
The Change The Brief Alliance (#CTB) is a flagship sustainability learning programme for the advertising industry created by Purpose Disruptors. It features a faculty of experts across food, fashion, energy and greenwashing, and gives advertisers the vital skills to promote the sustainable lifestyles and behaviours we need to supercharge in society.
As part of the partnership, DDB Group Sydney is embedding sustainability thinking and practices throughout the agency, ultimately adapting its work to be in line with a thriving, sustainable world. This mission could not be more important – the latest science shows we are on the brink of breaching seven of nine planetary boundaries humanity must respect to keep the planet habitable. As the UN Secretary General, Antonio Guterres, stated recently: “Nothing short of an ‘all in effort’ is required. The climate crisis is here, and the industry needs to start making changes to combat it.”
DDB Group Sydney has recruited more than 20 staff from across the group who are committed to making this change. These ‘Green Champions’ will spearhead a six-week information program, arming them with key insights to share with clients.
Following an extensive audit of DDB’s emissions in Australia and New Zealand, the agency has made tangible changes to start reducing its carbon footprint. This program is a continuation of DDB’s commitment.
“Our ambition is to review every stage of the creative process, from client briefing to delivery and measurement, to find areas for sustainability to be implemented. This is more than just a behaviour change; it is a key strategic initiative that will run through the DNA of the agency,” Sheryl Marjoram, DDB Group Sydney CEO, said.
As part of the initiative, DDB Group Sydney will also make changes to its operations, production, media choices, and events, introducing several new eco-friendly practices across the business, including the installation of a native beehive on the roof of its Sydney office, running Green Week initiatives and embedding sustainability into every department.
The agency kicked off the program this week during its annual Green Week, which coincides with SXSW Sydney 2024 – a global future-focused event for creativity.
DDB Sydney Group CEO, Sheryl Marjoram, and Chief Strategy Officer, Rupert Price, will participate in a panel at the conference today, sharing their thoughts around redesigning the nation’s marketing and advertising industry to support a thriving future, made in Australia. Their panel will deep-dive into ways Australians and the industry can change their behaviours from high-carbon to low-carbon lifestyles and will also include a break-out group discussion to brainstorm real-world ideas.
In launching the initiative, DDB Group Sydney will work closely with The Payback Project, which has partnered with the Purpose Disruptors to bring #CTB to Australia.
“As the architects of demand, the marketing and advertising industry can play a decisive role in helping society shift away from our current high-carbon lifestyles towards low-carbon alternatives. Every campaign is an opportunity to normalise the behaviours, the products, the services and the attitudes we all know we will need to adopt to achieve sustainable living. Creativity can be a catalyst for the climate action our world needs. I’m so inspired by DDB’s hunger to grasp this and be the first to bring this to life through #CTB here in Australia,” said The Payback Project founder in Australia, James Greet.
“DDB Sydney has always believed that creativity is the most powerful force in business, and we are thrilled to partner with #changethebrief alliance to use our power to promote more sustainable consumer choices and behaviours. The climate crisis is everyone’s responsibility, and we all need to learn and act together if we are to have any hope of transitioning to a zero-carbon world. We are proud to be the first agency in Australia to sign up to this initiative, and we encourage others in the industry to get on board too,” said DDB Group Sydney Strategy and Innovation managing director Leif Stromnes.
“According to the United Nations Emissions Gap Report, meeting global climate goals now requires the rapid transformation of societies. Incremental change is no longer an option – wide-ranging, large-scale and systemic transformation is essential.”
“The marketing and advertising industry can play an active and decisive role in helping society shift away from our current high-carbon lifestyles towards low-carbon alternatives,” said Marjoram.
“This has the possibility to harness the collective power of the entire Australian advertising and media industry working together.”
